Sabine
Hoffmann

Creative
Direction



I create brands, identities and strategies to implement strong and sustainable design solutions. I am a multidisciplinary designer from Berlin, currently leading the creative team at whybrand as Design Director. 

My attitude as a designer is to manifest communicative messages in their visual essence in a minimalistic and timeless way. Breaking learned rules and non-conformity as a stylistic device play just as important a role for me as the constant striving to expand my knowledge and skillset in an interdisciplinary way.

I acquired and consolidated my knowledge of branding during seven years of agency experience at BOROS where I supported national and international clients — mainly from from the arts and cultures  — in branding and brand management.

Studying communication design at the University of Applied Sciences, Potsdam as well as working for elfzwei graphic design — an agency focussing exclusively on art branding, art books and publications — I developed a strong perception and aesthetic standard for typography, editorial- and book design.



since 2022
Design Director
whybrand GmbH



2015—2022
Art Director
BOROS GmbH
selected clients:
︎︎︎Hauser & Wirth
︎︎︎Kulturstiftung des Bundes (German Federal Cultural Foundation)
︎︎︎Film Festival Cologne
︎︎︎Dresdner Musikfestspiele (Dresden Music Festival)
︎︎︎Stiftung Oper in Berlin (Berlin Opera Foundation)
︎︎︎Kulturprojekte Berlin



2009—2014
elfzwei graphic design

selected clients:
︎︎︎Museum Berggrün/Sammlung Scharf-Gerstenberg
︎︎︎Neuer Berliner Kunstverein
︎︎︎Galerie Michael Haas ( Berlin/Zürich)
︎︎︎Nicolai Verlag
︎︎︎Künstlerhaus Bremen



2007—2013

University of Applied Sciences Potsdam
Bachelor of Arts / Communication Design



2004—2007


Lette-Verein, Berlin
Certified Graphic Designer